How Online Retailers Can Benefit from Enhanced Ecommerce?
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The document is a webinar outline discussing the benefits and practices of enhanced e-commerce in Google Analytics, focusing on how online retailers can improve their insights and site optimization. It covers key strategies for tracking customer behavior throughout the shopping journey, the importance of product metadata, and offers implementation levels for analytics data. Additionally, it highlights reports available for performance analysis and strategies for improving product visibility and revenue.
How Online Retailers Can Benefit from Enhanced Ecommerce?
- 1. #excelplugin A GACP and GTMCP company FREE Webinar bySept 9th, 2014 How Online Retailers Can Benefit from Enhanced Ecommerce? 1 #tatvicwebinar
- 2. #excelplugin A GACP and GTMCP company Our speakers 2 Ravi Pathak Cofounder @Tatvic Mike Kwong Software Engineer at Google #tatvicwebinar Snehal Thakkar Software Engineer at Google
- 3. #excelplugin A GACP and GTMCP company Outline of this webinar 3 What is Enhanced E-commerce in Google Analytics Best Practices of Enhanced E-commerce Overview of Reports of Enhanced E-commerce Questions & Answers Analysis that Makes Profit for You - GUARANTEED #tatvicwebinar
- 4. #excelplugin A GACP and GTMCP company Payment/ Transaction Existing Ecommerce RefundAdd To Cart Checkout Product Details Related Products Remarketing Ads Best Sellers Merchandising Browse Internal Search #tatvicwebinar Full Customer Journey for Ecommerce
- 5. #excelplugin A GACP and GTMCP company Key Benefits of Enhanced E-Com 5 #tatvicwebinar • Gain Deeper Insights – Detailed tracking of entire shopping funnel – Upload rich product meta-data – Create Rich User segments for further analysis • Optimize your site – Create product lists for onsite merchandising rules – Analyze how internal promotions impact sales • Close the loop – With refund support, Google Analytics now covers the entire shopping lifecycle. – Import user segments, based on ecommerce activity, for targeting in your remarketing campaigns.
- 6. #excelplugin A GACP and GTMCP company Information Architecture Two kinds of analysis of web analytics data in e-commerce – Shopping cycle Metadata (users’ properties, actions) • How many transactions happened in this period? • How many sessions began check out? • How many sessions added products to cart? – Product’s Metdata (Properties of products) • Is this product getting enough visibility on my site (impressions) • Is particular category of products driving enough revenue? 6 #tatvicwebinar
- 7. #excelplugin A GACP and GTMCP company Product Metadata and Action • Product – SKU – Name – Brand – Category – Variant – Custom Dimensions/Metrics • Product Actions – click, detail, add, remove, checkout, purchase, refund • Multiple products can be sent as a collection in a single hit (e.g. products purchased) 7 #tatvicwebinar
- 8. #excelplugin A GACP and GTMCP company Product Impressions • A page of an ecommerce site may contain – Popular Products – Recommended Products – Top Products by Category – …… • Product, clicks, CTR • Multiple lists of product impressions can be sent 8 #tatvicwebinar
- 9. #excelplugin A GACP and GTMCP company Outline of this webinar 9 What is Enhanced E-commerce in Google Analytics Best Practices of Enhanced E-commerce Overview of Reports of Enhanced E-commerce Questions & Answers Analysis that Makes Profit for You - GUARANTEED #tatvicwebinar
- 10. #excelplugin A GACP and GTMCP company Best Practices • Plan – Enhanced Ecommerce allows varying levels of implementations – Figure out what answers do you want • Shopping funnel insights? • Internal campaign analysis? • Refunds • Profit analysis? – How much data do you want to send vs import • Product data • Refund data • Custom data at different levels 10 #tatvicwebinar
- 11. #excelplugin A GACP and GTMCP company Levels of Implementation (1/4) • Basic – Instrument shopping cart and checkout pages – Advantage: Biggest bang for your implementation efforts – Possible Analysis • Shopping funnel analysis to see drop off at important stages • Transactions and revenue analysis – Missing analysis • Internal campaigns and promotions • Product level visibility analysis 11 #tatvicwebinar
- 12. #excelplugin A GACP and GTMCP company Levels of Implementation (2/4) • Intermediate – Instrument shopping cart and checkout pages – Instrument product detail views – Instrument checkout options – Advantage: Full shopping funnel analysis – Possible Analysis • Full Shopping funnel analysis to see drop off • Transactions and revenue analysis • Partial product visibility analysis (detailed pages only no impressions) – Missing analysis • Internal campaigns and promotions • Product impression analysis 12 #tatvicwebinar
- 13. #excelplugin A GACP and GTMCP company Levels of Implementation (3/4) • Expert – Instrument shopping cart and checkout pages – Instrument product detail views – Instrument checkout options – Instrument product impressions and internal promotions – Advantage: Full power of Ecommerce analytics – Possible Analysis • Full Shopping funnel analysis to see drop off • Transactions and revenue analysis • Internal campaigns and promotions • Product impression analysis 13 #tatvicwebinar
- 14. #excelplugin A GACP and GTMCP company Levels of Implementation (4/4) • Expert + Data Import – Import product metadata – Import refund data – Import margins/profit data – Advantage: Makes your reports more user friendly – Possible Analysis • Segment users that generate the most revenue/profit using rich GA data 14 #tatvicwebinar
- 15. #excelplugin A GACP and GTMCP company Outline of this webinar 15 What is Enhanced E-commerce in Google Analytics Best Practices of Enhanced E-commerce Overview of Reports of Enhanced E-commerce Questions & Answers Analysis that Makes Profit for You - GUARANTEED #tatvicwebinar
- 16. #excelplugin A GACP and GTMCP company Enhanced E-com Reports 16 #tatvicwebinar
- 17. #excelplugin A GACP and GTMCP company Product Performance Report 17 #tatvicwebinar
- 18. #excelplugin A GACP and GTMCP company Shopping Behavior Report 18 #tatvicwebinar
- 19. #excelplugin A GACP and GTMCP company Brand Performance Report 19 #tatvicwebinar
- 20. #excelplugin A GACP and GTMCP company Custom Reports • Which customer buys more after looking at product? 20 #tatvicwebinar
- 21. #excelplugin A GACP and GTMCP company Advance Segments Example 21 Actions : • Stop Showing recommendations after one user views 10 products • The users who sees more than 7 products is very much ready to buy – Throw Free shipping or discount at that Moment ONLY #tatvicwebinar
- 22. #excelplugin A GACP and GTMCP company Sample Analysis • Create Demand Index comprising of various user actions for products • Plot ‘Demand Index’ vs. ‘% Revenue contribution’ to find opportunities for different products that needs exposure 22 #tatvicwebinar
- 23. #excelplugin A GACP and GTMCP company Factors for Demand Index for Products • Cart to Detail Rate • Buy to Detail Rate • Ratio of Pageviews to Unique PVs for products • Time on Product Page as % of total time in session • Entrances Bounce rate • Add to Wish list count for products • Cart Removal for product(-ve indicator) 23 #tatvicwebinar
- 24. #excelplugin A GACP and GTMCP company Demand Index Factors 24 Demand Index Pageviews to Unique PVs Buy to Detail Rate Add to Wishlist count Cart Removal fo r product(- ve indicator) Cart to Detail Rate Time on Product Page as % of total time in session Entrances Bounce rate #tatvicwebinar
- 25. #excelplugin A GACP and GTMCP company Actions : • More Exposure to these products • Free Shipping for these products 25 0% 1% 2% 3% 4% 5% 6% 7% 8% 0 0.2 0.4 0.6 0.8 1 %RevenueContribution Demand Index Demand Index vs. % Revenue Contribution Profit % 8% of revenue Demand Index vs. % Revenue Contribution #tatvicwebinar
- 26. #excelplugin A GACP and GTMCP company Outline of this webinar 26 What is Enhanced E-commerce in Google Analytics Best Practices of Enhanced E-commerce Overview of Reports of Enhanced E-commerce Questions & Answers Analysis that Makes Profit for You - GUARANTEED #tatvicwebinar
- 27. #excelplugin A GACP and GTMCP company Product review score analysis 27 1 3 4 6 6 0 1 2 3 4 5 6 7 1 2 3 4 5 BuytoDetail(in%) Avg.Product Review Score Relationship between BuyToDetail and Avg. Product Review Score #tatvicwebinar R = 0.7 2
- 28. #excelplugin A GACP and GTMCP company 0 5 10 15 20 25 30 35 0 1 2 3 4 5 Profit_Margin% Avg. Review Score Review Score Analysis Review Score Analysis 28 Product_a Product_b Product_c #tatvicwebinar Increase in Product B’s Review score Increase in Product B’s BuytoDetail Increase in margin
- 29. #excelplugin A GACP and GTMCP company Workflow Purchase Review request email-1 Review request email-2 Review request email-3-20% Off Customer writes Review Review Score improves Higher Revenue from product Better Margin 29 Inspiration : Influence by Robert Cialdini #tatvicwebinar
- 30. #excelplugin A GACP and GTMCP company Profit & Loss Calculation 30 #tatvicwebinar P & L summary for review score improvement project based on Enhance E-commerce Work flow items Head Units per month # of products for scope for identification 1200 # of transactions 800 Avg. Profitability of products in scope 42% # of emails sent per customer 3 Cost of sending an automated emails/customer $0.10 Total cost of emails $72 Probability of Customer's writing review 30% # of reviews written 216 Avg. Basket Size $130 Discount on total value 20% Cost of Discount Coupon $26 total cost of discount $5,616 Avg. % improvement in review score/Review 7% resultant Improvement in Product BTD % 0.08% Additional Revenue from increase in CR $35,768 Net Income from increased revenue $15,023 Net Benefit Net Benefit Derived Per MONTH $9,335 Email Cost Discount Coupon Cost Value of Benefit
- 31. #excelplugin A GACP and GTMCP company Additional Resources 31 #tatvicwebinar • Enhanced Ecommerce Resources - http://bit.ly/16RUhU8 • Watch Full Enhanced Ecommerce Webinar
- 32. #excelplugin A GACP and GTMCP company Next Webinar Webinar: Understanding the Impact of TV Advertisements on Your Website Traffic You will learn: • Impact of TV Advertisement on Your Website Traffic • Which Time Frame & TV Ad-spot gets most traffic • How Long a user engages with your website once the Advertisement is aired When: Oct 8th 11:00 AM PDT #tatvicwebinar Watch Now Guest Speaker Siegfried Stepke (Founder E-dialog)
- 33. #excelplugin A GACP and GTMCP company 33 Ravi Pathak Twitter: @ravipathak #tatvicwebinar Thank You!
Editor's Notes
- #2: Welcome Thank you for specific location guys Core Value proposition Twitter Hashtag
- #4: What is enhance ecommerce What reports we get Information architecture (product metadata, user metadata) Best Practices for implementation of Enhance E-commerce Different functions/Variables Use plugin to avoid confusion/errors Use datalayer with Google Tag Manager- Example of datalayer Reports Overview/ different reports, their significance, action ability of the reports (create custom reports & save it in GA gallery) Price Yield Analysis Explain that people don’t buy always at low cost(create a poll) Overview of Analysis – Show the framework of optimization Suggest pricing as great lever for optimization Create Demand Index Create price vs. conversion rate curve Improve prices & measure conversion rate
- #7: In analytics we have users’ action. They need to be married with user’s action on products. Ecommerce does that. Foundation is just data being combined to Why product’s metadata is important to drive insights ? How product’s metadata drives product management better. There are variety of other data that EE collects (e.g. promotion,impression) but in my understanding they can be tied in with product’s action. This way which product to put on homepage, which products to promote internally, which products to de-emphasis, becomes totally easy.
- #10: What is enhance ecommerce What reports we get Information architecture (product metadata, user metadata) Best Practices for implementation of Enhance E-commerce Different functions/Variables Use plugin to avoid confusion/errors Use Datalayer with Google Tag Manager- Example of Datalayer Reports Overview/ different reports, their significance, action ability of the reports (create custom reports & save it in GA gallery) Price Yield Analysis Explain that people don’t buy always at low cost(create a poll) Overview of Analysis – Show the framework of optimization Suggest pricing as great lever for optimization Create Demand Index Create price vs. conversion rate curve Improve prices & measure conversion rate
- #11: In analytics we have users’ action. They need to be married with user’s action on products. Enhance Ecommerce does that. Foundation is just data being combined to Why product’s metadata is important to drive insights ? How product’s metadata drives product management better. There are variety of other data that EE collects (e.g. promotion,impression) but in my understanding they can be tied in with product’s action. This way which product to put on homepage, which products to promote internally, which products to de-emphasis, becomes totally easy.
- #12: In analytics we have users’ action. They need to be married with user’s action on products. Enhance Ecommerce does that. Foundation is just data being combined to Why product’s metadata is important to drive insights ? How product’s metadata drives product management better. There are variety of other data that EE collects (e.g. promotion,impression) but in my understanding they can be tied in with product’s action. This way which product to put on homepage, which products to promote internally, which products to de-emphasis, becomes totally easy.
- #13: In analytics we have users’ action. They need to be married with user’s action on products. Enhance Ecommerce does that. Foundation is just data being combined to Why product’s metadata is important to drive insights ? How product’s metadata drives product management better. There are variety of other data that EE collects (e.g. promotion,impression) but in my understanding they can be tied in with product’s action. This way which product to put on homepage, which products to promote internally, which products to de-emphasis, becomes totally easy.
- #14: In analytics we have users’ action. They need to be married with user’s action on products. Enhance Ecommerce does that. Foundation is just data being combined to Why product’s metadata is important to drive insights ? How product’s metadata drives product management better. There are variety of other data that EE collects (e.g. promotion,impression) but in my understanding they can be tied in with product’s action. This way which product to put on homepage, which products to promote internally, which products to de-emphasis, becomes totally easy.
- #15: In analytics we have users’ action. They need to be married with user’s action on products. Enhance Ecommerce does that. Foundation is just data being combined to Why product’s metadata is important to drive insights ? How product’s metadata drives product management better. There are variety of other data that EE collects (e.g. promotion,impression) but in my understanding they can be tied in with product’s action. This way which product to put on homepage, which products to promote internally, which products to de-emphasis, becomes totally easy.
- #16: What is enhance ecommerce What reports we get Information architecture (product metadata, user metadata) Best Practices for implementation of Enhance E-commerce Different functions/Variables Use plugin to avoid confusion/errors Use datalayer with Google Tag Manager- Example of datalayer Reports Overview/ different reports, their significance, action ability of the reports (create custom reports & save it in GA gallery) Price Yield Analysis Explain that people don’t buy always at low cost(create a poll) Overview of Analysis – Show the framework of optimization Suggest pricing as great lever for optimization Create Demand Index Create price vs. conversion rate curve Improve prices & measure conversion rate
- #17: Explanation about 10 new reports at a high level. We mention here that we will take 3-4 reports and explain it in detail for the audience
- #27: What is enhance ecommerce What reports we get Information architecture (product metadata, user metadata) Best Practices for implementation of Enhance E-commerce Different functions/Variables Use plugin to avoid confusion/errors Use datalayer with Google Tag Manager- Example of datalayer Reports Overview/ different reports, their significance, action ability of the reports (create custom reports & save it in GA gallery) Price Yield Analysis Explain that people don’t buy always at low cost(create a poll) Overview of Analysis – Show the framework of optimization Suggest pricing as great lever for optimization Create Demand Index Create price vs. conversion rate curve Improve prices & measure conversion rate
- #34: Provide summary of what how can they ask questions, how can they get this webinar, who to get in touch in case they have questions after webinar